Ready Aim Fire. If you do ready right, the rest will fall into place.
I’ve worked with 100’s of businesses on marketing and sales campaigns, and I have time and time again found that mid market and small business owners have a tendency to approach new sales and marketing campaigns based on what marketing companies, or other business owners suggest or steer them to. This of course can be a disaster. Here’s why.
Lets say Jim owns a Auto supply company, and is in the same networking group as Mark, who owns a semi truck mobile repair business. They get along well, and one day Jim mentions that his local SEO campaign has brought in a ton of business, and Mark likes what he hears.
So, Mark calls Jims local SEO company to find out more. The sales representative does a fine job of using all the current Internet vernacular and quotes the normal research on how “people” use the Internet to buy stuff, and that Jim is not taking advantage of this gold mine. Well, heck, it worked for Jim, maybe it is a good idea.
You see all the issues already I am sure, but I am telling you almost half of the business owners I speak with found me through this type path, and would be an easy sell, if I ddidn’treally have their best interest at heart, or was just so inexperienced that I thought one tactic fits all.
The truth is you have to have a prospect that is online and searching for your service for any SEO to make sense. So in Mark’s case, I would ask this question first, and if he didn’t have the answer I would say – let’s figure that out before we waste a lot of time and money.
The question is, where do your prospects find services like yours? Now, having worked with a mobile semi truck repair business, I have pretty good insight into this, and it’s NOT through internet searches. I won’t go on how that buyer finds those services, because every industry and business is different. It’s the question and answer for your business that counts.
So, Mark was using the AIM FIRE approach. The problem is he would be aiming in the wrong direction, because he wasn’t ready. Ready means doing enough research and analysis to understand where you need to be to be found by a prospect.
Abe Lincoln was quoted as saying if he had 8 hours to cut down a tree, he would spend 7 hours sharpening the blade.
If you do ready right, the rest will fall into place.
So you may asked, why don’t marketers and salespeople suggest more “ready” solutions, like research, before they make a suggestion. I assume its one of several things. They don’t have a ready solution to sell, or they make their money selling what they sell so a ready solution would kill the sale because they are afraid that the research of thought process will end up pointing a different direction than what they offer. Or..
young sales professionals often just don’t have the experience to understand this. Their trained to sell a product, not assess its value.
Take your budget for the next month or two, and spend it on research and analysis just like the really large companies do. They do it for a reason, it just makes sense.
I’ll go into more detail on how and what research and thought process you can use to get ready, and have a successful campaign in the next few blogs. Until then, don’t FIRE until you are ready.